The Buyer Breakdown Script Every Listing Agent Needs to Know

Plenty of sellers out there are thinking, “Maybe I should sell my home privately.” 

After all, there is some appeal to selling a home off-market—but what sellers don’t think about is how doing so can restrict access to specific types of buyers. 

To help you navigate these conversations with sellers, I’m sharing a script that breaks down the four different types of buyers. 

While the for-sale-by-owner (FSBO) option still appeals to some homeowners, there’s a reason most sellers hire an agent to help them navigate the complexities of the home-selling process. 

So, how do you demonstrate to sellers that you’re the agent who can get them the best possible result in the least amount of time? 

Read on for one of the most effective scripts to use.

Script to Break Down the 4 Types of Buyers

This is one of the oldest scripts out there, and it really helps agents navigate conversations with potential sellers. 

First, identify the objection. And every objection contains a question the consumer needs an answer to: 

• Should I sell my property off market? 
• Should I sell it on my own (instead of hiring an agent and paying their commission)?
• How should I price my home to attract the buyer I want?

As a skilled and knowledgeable real estate agent, you are best positioned to educate consumers on how to navigate the market and get the best price and terms. 

(Disclaimer: for almost every seller out there, taking their home to the market is going to be the best strategy—because you get that home in front of all the buyers likely to be interested.)

Data from Bright MLS shows that sellers who bring their property to the market typically sell for 13% to 17% more than those who don’t. That’s data you can share with sellers as they weigh their options.  

In addition, here’s a script you can use: 

“Hey, Mr. Seller, I totally get that. I don’t know if you’re familiar with the four types of buyers that are out there. Has anyone taken the time to go over this with you?” 

They’re going to probably say no. So, here’s what you’ll say next:  

“There’s the buyer that just sold their home yesterday and needs a new home today. And those are buyers I really like working with because they’re serious, they’re motivated, they’ve got a need, and they’re looking for exactly what you have. And that can be a very great buyer for us because they’re in the market looking to make a decision. 

“Then there’s the first-time buyer. And the first-time buyer needs a lot of hand-holding. They need a lot of help, and they need to get educated about the process. 

“Typically, these two types of buyers, because of their lack of knowledge on the market—or because they’ve got a specific timeframe in mind—they typically work with real estate agents. I’ve found the best buyers work with real estate agents, and these agents are pre-qualifying them. They make sure they’ve got some motivation. And they’re typically going to be actively looking at homes that are being marketed by other agents because they want to find someone serious on the other end so they can come to an agreement on the transaction. 

“So those are the two types of buyers I really like attracting for your home, because they’re the ones that are ready to write contracts. 

“Then there are two other types of buyers. First, we have the investors… They want to buy your home, take your equity, and make it their profit. They’re going to try to get your home at an under-market number so they can either flip it or assign the contract like a wholesaler. There are a lot of different things that happen with these. That’s not the kind of buyer I want because I’m here to get you as much money as possible for the home, which is also what you want.

“Then there’s the fourth type of buyer. I call them the tire kicker or the lookie-loo. They’ve been looking for homes for a couple of years. They’re trying to find a deal. I don’t want your home ever to be the deal for anybody. I want to sell it for a fair price and the highest number that the market’s going to bear, which is probably what you’re looking for. 

“So these last two types of buyers, they’re trying to find something that doesn’t exist. They’re looking to undercut the market. And you don’t want to leave any money on the table here, do you?”

Use Buyer Profiles to Highlight Strategy & Skills

Then you can discuss all the strategies you will implement to attract first-time buyers or move up/move-down buyers. Maybe you get a relocating buyer in there, but even then, they’ve sold their previous home. 

So, those are the two types of buyers most sellers want. From there, you can go through your strategies:

“Here’s how we target these people. I know everything about them except their name at this point…” 

Take the time to walk the seller through the profile. It gives you a chance to shine and show them exactly what you know and what you’re going to do to help them attract the types of buyers they want to work with.

When you clearly and concisely identify the person you’re looking to sell the home to, you can show off your skillset and your ability to identify buyers who will pay them the best price in this kind of market.

There’s all sorts of confusing noise out there, and you’ve got to know what to say when these situations come up. 

This script works. Read it through and practice it so when the question comes up, you’re able to provide data that backs up all the reasons why they should hire you as their listing agent.